Kuenzel, Sven and Schlien, Anika (2013) Skittles - Touch the rainbow. In: Miskelly, Matthew and Selden, Holly, (eds.) Encyclopedia of Major Marketing Strategies. Gale, Cengage Learning, Detroit, Michigan, US, pp. 365-369. ISBN 978-1414499222

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Abstract

This completely new third volume of Encyclopedia Of Major Marketing Strategies (formerly Encyclopedia Of Major Marketing Campaigns) explores 100 major marketing strategies for some of the top global and emerging brands from 2011-2012. Entries will profile major product/service, mobile app, social media, brand development, packaging, and television strategies amongst other types. Each essay provides a situation analysis, information on the target market, marketing strategy & tactics, and the outcome. Essays are aligned to the strategic marketing framework ensuring that the marketing strategies can easily be utilized in an academic environment as case studies, or illustrative examples often times described as "war stories" by professors.

Item Type:	Book Section
Uncontrolled Keywords:	Skittles case study, marketing case study, marketing strategy
Subjects:	H Social Sciences > H Social Sciences (General)
Faculty / School / Research Centre / Research Group:	Faculty of Business > Department of Marketing, Events & Tourism
Last Modified:	18 Sep 2019 15:01
URI:	http://gala.gre.ac.uk/id/eprint/15516

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